Second-hand fashion in the Philippines: from necessity to identity construction

Why It Matters

Understanding these evolving consumer drivers is crucial for designers and businesses aiming to integrate sustainable fashion practices. It highlights opportunities to leverage the cultural significance and unique appeal of pre-owned garments, moving beyond purely functional or economic considerations.

Key Finding

Entrepreneurs report that consumers buy second-hand clothes not just because they are cheap, but also to express their individuality, because they believe the items are good quality, due to growing environmental concerns, for the excitement of finding unique pieces, and because they trust the sellers.

Key Findings

• Redefined affordability as a primary driver.
• Social influences and subjective norms play a significant role.
• Consumers actively seek uniqueness and self-expression through second-hand items.
• Perceptions of quality, though varied, contribute to purchasing decisions.
• Growing environmental awareness influences choices.
• The 'thrill of discovery' and the importance of trust in sellers are key factors.

Research Evidence

Aim: What are the key drivers of second-hand clothing consumption in the Philippines' ukay-ukay sector from the perspective of entrepreneurs?

Method: Qualitative research using reflexive thematic analysis.

Procedure: In-depth interviews were conducted with 17 ukay-ukay entrepreneurs to explore their observations on consumer motivations for purchasing second-hand clothing. Findings were analyzed using a dual-theory lens integrating the Theory of Planned Behavior and Diffusion of Innovation.

Sample Size: 17 participants

Context: Informal second-hand clothing market (ukay-ukay) in the Philippines.

Design Principle

Second-hand fashion consumption is driven by a complex interplay of economic, social, and personal identity factors, evolving beyond basic necessity.

How to Apply

When designing or marketing sustainable apparel, consider how the product can facilitate self-expression and offer a sense of unique discovery for the consumer.

Limitations

Findings are based on the perspectives of entrepreneurs, which may not fully capture all consumer motivations. The study is specific to the Philippine context.

Student Guide (IB Design Technology)

Simple Explanation: People buying used clothes in the Philippines are doing it for more than just saving money; they're also using these clothes to show who they are and because they care about the planet.

Why This Matters: This research shows that sustainable fashion isn't just about being 'green' or 'cheap'; it's also about personal style and identity, which is important for designing products that people will truly connect with.

Critical Thinking: How might the entrepreneurial perspective of ukay-ukay sellers influence their interpretation of consumer motivations, and what other research methods could complement these findings?

IA-Ready Paragraph: Research into the Philippine ukay-ukay sector reveals that consumer engagement with second-hand clothing is increasingly driven by factors beyond mere affordability, including the pursuit of uniqueness, social influences, and growing environmental awareness. Entrepreneurs observe a shift from necessity-based consumption to sophisticated identity construction, suggesting that sustainable fashion can be a powerful tool for self-expression.

Project Tips

• When researching consumer behaviour for a design project, consider interviewing sellers or market experts as they often have unique insights.
• Explore how cultural context influences the adoption of sustainable practices.

How to Use in IA

• Use this research to justify exploring the social and identity-driven aspects of sustainable design in your project.
• Cite the findings to support your understanding of consumer motivations in the second-hand market.

Examiner Tips

• Demonstrate an understanding of how consumer motivations for sustainable products can evolve beyond basic needs.
• Connect findings on identity construction to your design choices.

Independent Variable: Entrepreneurial perspectives on consumer motivations.

Dependent Variable: Drivers of second-hand clothing consumption (affordability, uniqueness, social influence, quality, environmental awareness, discovery, trust).

Strengths

• Utilizes expert perspectives from market insiders.
• Applies a robust theoretical framework (TPB and DOI) for analysis.
• Addresses a gap in understanding contemporary motivations in an informal market.

Critical Questions

• To what extent do the observed entrepreneurial perspectives accurately reflect the diverse range of consumer motivations?
• How do digital platforms and e-commerce influence these drivers within the ukay-ukay sector?

Extended Essay Application

• Investigate the role of cultural heritage and local identity in driving sustainable consumption patterns in specific global contexts.
• Explore the diffusion of innovative sustainable business models within informal economies.

Source

From necessity to identity: entrepreneurial perspectives on key drivers of second-hand clothing consumption in the Philippines’ ukay-ukay sector · Frontiers in Sustainability · 2026 · 10.3389/frsus.2026.1724156